Graphic design is a profession, academic discipline and applied art whose activity consists in projecting visual communications intended to transmit specific messages to social groups, with specific objectives. Graphic design is an interdisciplinary branch of design and of the fine arts. Its practice involves creativity, innovation and lateral thinking using manual or digital tools, where it is usual to use text and graphics to communicate visually.
The role of the graphic designer in the communication process is that of encoder or interpreter of the message. They work on the interpretation, ordering, and presentation of visual messages. Usually, graphic design uses the aesthetics of typography and the compositional arrangement of the text, ornamentation, and imagery to convey ideas, feelings, and attitudes beyond what language alone expresses. The design work can be based on a customer's demand, a demand that ends up being established linguistically, either orally or in writing, that is, that graphic design transforms a linguistic message into a graphic manifestation.
Graphic design has, as a field of application, different areas of knowledge focused on any visual communication system. For example, it can be applied in advertising strategies, or it can also be applied in the aviation world or space exploration. In this sense, in some countries graphic design is related as only associated with the production of sketches and drawings, this is incorrect, since visual communication is a small part of a huge range of types and classes where it can be applied.
With origins in Antiquity and the Middle Ages, graphic design as applied art was initially linked to the boom of rise of printing in Europe in the 15th century and the growth of consumer culture in the Industrial Revolution. From there it emerged as a distinct profession in the West, closely associated with advertising in the 19th century and its evolution allowed its consolidation in the 20th century. Given the rapid and massive growth in information exchange today, the demand for experienced designers is greater than ever, particularly because of the development of new technologies and the need to pay attention to human factors beyond the competence of the engineers who develop them.
Terminology
William Addison Dwiggins is often credited with first using the term "graphic design" in a 1922 article, although it appears in a 4 July 1908 issue (volume 9, number 27) of Organized Labor, a publication of the Labor Unions of San Francisco, in an article about technical education for printers:
An Enterprising Trades Union … The admittedly high standard of intelligence which prevails among printers is an assurance that with the elemental principles of design at their finger ends many of them will grow in knowledge and develop into specialists in graphic design and decorating. …
A decade later, the 1917–1918 course catalog of the California School of Arts & Crafts advertised a course titled Graphic Design and Lettering, which replaced one called Advanced Design and Lettering. Both classes were taught by Frederick Meyer.
History
In both its lengthy history and in the relatively recent explosion of visual communication in the 20th and 21st centuries, the distinction between advertising, art, graphic design and fine art has disappeared. They share many elements, theories, principles, practices, languages and sometimes the same benefactor or client. In advertising, the ultimate objective is the sale of goods and services. In graphic design, "the essence is to give order to information, form to ideas, expression, and feeling to artifacts that document the human experience."
The definition of the graphic designer profession is relatively recent concerning its preparation, activity, and objectives. Although there is no consensus on an exact date when graphic design emerged, some date it back to the Interwar period. Others understand that it began to be identified as such by the late 19th century.
It can be argued that graphic communications with specific purposes have their origins in Paleolithic cave paintings and the birth of written language in the third millennium BCE. However, the differences in working methods, auxiliary sciences, and required training are such that it is not possible to clearly identify the current graphic designer with prehistoric man, the 15th-century xylographer, or the lithographer of 1890.
The diversity of opinions stems from some considering any graphic manifestation as a product of graphic design, while others only recognize those that arise as a result of the application of an industrial production model—visual manifestations that have been "projected" to address various needs: productive, symbolic, ergonomic, contextual, among others.
Nevertheless, the evolution of graphic design as a practice and profession has been closely linked to technological innovations, social needs, and the visual imagination of professionals. Graphic design has been practiced in various forms throughout history; in fact, good examples of graphic design date back to manuscripts from ancient China, Egypt, and Greece. As printing and book production developed in the 15th century, advances in graphic design continued over the subsequent centuries, with composers or typographers often designing pages according to established type.
By the late 19th century, graphic design emerged as a distinct profession in the West, partly due to the process of labor specialization that occurred there and partly due to the new technologies and business possibilities brought about by the Industrial Revolution. New production methods led to the separation of the design of a communication medium (such as a poster) from its actual production. Increasingly, throughout the 19th and early 20th centuries, advertising agencies, book publishers, and magazines hired art directors who organized all visual elements of communication and integrated them into a harmonious whole, creating an expression appropriate to the content. In 1922, typographer William A. Dwiggins coined the term graphic design to identify the emerging field.
Throughout the 20th century, the technology available to designers continued to advance rapidly, as did the artistic and commercial possibilities of design. The profession expanded greatly, and graphic designers created, among other things, magazine pages, book covers, posters, CD covers, postage stamps, packaging, brands, signs, advertisements, kinetic titles for TV programs and movies, and websites. By the early 21st century, graphic design had become a global profession as advanced technology and industry spread worldwide.
Historical background
In China, during the Tang dynasty (618–907) wood blocks were cut to print on textiles and later to reproduce Buddhist texts. A Buddhist scripture printed in 868 is the earliest known printed book. Beginning in the 11th century in China, longer scrolls and books were produced using movable type printing, making books widely available during the Song dynasty (960–1279).
In the mid-15th century in Mainz, Germany, Johannes Gutenberg developed a way to reproduce printed pages at a faster pace using movable type made with a new metal alloy that created a revolution in the dissemination of information.
Nineteenth century
In 1849, Henry Cole became one of the major forces in design education in Great Britain, informing the government of the importance of design in his Journal of Design and Manufactures. He organized the Great Exhibition as a celebration of modern industrial technology and Victorian design.
From 1891 to 1896, William Morris' Kelmscott Press was a leader in graphic design associated with the Arts and Crafts movement, creating hand-made books in medieval and Renaissance era style, in addition to wallpaper and textile designs. Morris' work, along with the rest of the Private Press movement, directly influenced Art Nouveau.
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